In a Tough Enrollment Climate, Success Takes the Whole Campus

In this episode of the HigherEdJobs Podcast, co-hosts Andy Hibel and Kelly Cherwin spoke with Dr. Angel Perez, CEO of the National Association for College Admission Counseling (NACAC). Perez, a first-generation college student turned Fulbright Scholar and author of “The Hottest Seat on Campus: A Roadmap for Mastering Leadership in College Admission,” represents more than 28,000 admission and counseling professionals worldwide and has spent decades on both sides of the enrollment conversation.

This is the first of a two-part conversation covering the current state of college admissions, the realities of enrollment leadership, and how affordability and access continue to shape who gets to go to college.

Affordability and the Trust Problem

Andy asked Perez where he sees opportunity on access and affordability given today’s political climate. Perez said higher education is at an inflection point and that rebuilding public trust has to start with cost transparency.

“Part of that trust-building has to be centered around affordability — not just what we offer in our classrooms, but also how do we make it affordable for students.”

He acknowledged that funding challenges are real at the federal level, but said opportunity still exists at the state level.

Andy added some perspective on what students are essentially being asked to do.

“You’re asking an 18-year-old to make a decision that is basically the equivalent of taking on a giant mortgage before they know anything about what their earning potential is or who they want to be.”

Perez agreed and said institutions have a responsibility to be upfront.

“We need to give students clear pathways to help them understand: If you take this on, what does this mean for the future?”

It Takes a Village

Kelly asked what people outside of admissions — faculty, student affairs staff, and others — should better understand about enrollment work. Perez said everyone on campus plays a role.

“It takes a village to recruit a class, and it takes a village to enroll a class. Everyone is an admissions officer.”

He said that extends beyond recruitment — it carries through to whether students actually stay.

“There’s research now that shows that belonging is number one in terms of why students enroll and why they stay — even more importantly, right? Students stay and persist on college campuses because they feel a deep sense of belonging, and it is all of our jobs on a college campus to make that happen.”

He added that many institutions have not yet made that shift, and that the financial stakes make it impossible to ignore.

“Many colleges and universities are inching up toward charging $100,000 a year in tuition and fees. You are absolutely in the business of hospitality.”

What Students Are Actually Looking For

Perez said students are paying close attention to more than rankings and price tags when choosing a college.

“Students want to go to college because they are interested in the work professors are doing. They are interested in the work that staff are doing. They want to know what current students are doing and the kind of things that they’re engaged in.”

He said that means every person on campus — faculty, staff, dining hall workers — has a direct impact on whether a student chooses to enroll and whether they stay.

Recalling his own background in advancement, Andy said every touchpoint on campus carries weight.

“[F]eeling part of that community and feeling like they belong — everybody has a role to play in it.”

For institutions that cannot compete on endowment or scholarship dollars, Perez said how a campus makes students feel can be the deciding factor.

“I can’t beat institutions with more endowment and revenue and scholarship dollars, but I can beat them on how I make students feel when they arrive on my campus.”

The Weight of the Role

Kelly turned the conversation to what enrollment leaders are navigating every day. Perez explained the demographic cliff, declining international enrollment, and widespread public skepticism about higher education’s value — all of which have made the role more complex than ever.

“There is nowhere to hide in this role. Everybody knows whether you’ve succeeded this year or you didn’t.”

He said the pressure is compounded by the fact that the job is so public, so concrete, and so dependent on factors outside any one person’s control. But he was clear that empathy, not discouragement, is the right response.

“I have a deep amount of empathy, not just because I did that work, but because it’s getting harder every single year.”

Despite the challenges, Perez said he remains energized by the work and the people doing it.

“It’s a phenomenal opportunity and a privilege for me to do this work, especially at this critical moment in our history.”

Enjoying conversations like this one? Subscribe to the HigherEdJobs newsletter for podcast updates, new episodes, and insights from across higher education — delivered straight to your inbox.